Identify potential countries for a market entry with a sales organisation
A guideline for small and medium-sized enterprises
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Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,6, Leeds Metropolitan University, language: English, abstract: In a fast changing environment companies are forced to act so - namely fast.If a company grows, sooner or later the domestic market becomes too small.Then the company has to enter a new market to achieve sustainable growth.According to the experience of the author some companies decide rather onemotions than on facts. Especially small and medium-sized enterprises donot have the resources to invest a lot of money i...
Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,6, Leeds Metropolitan University, language: English, abstract: In a fast changing environment companies are forced to act so - namely fast.If a company grows, sooner or later the domestic market becomes too small.Then the company has to enter a new market to achieve sustainable growth.According to the experience of the author some companies decide rather onemotions than on facts. Especially small and medium-sized enterprises donot have the resources to invest a lot of money into market research or forexpensive consultants. A logical consequence could be that SME invest incountries without checking the critical measurements which then leads to awaste of time, resources and money. If such companies do not have a stablefinancial foundation it can lead therefore to critical economic difficulties.The output of this project is a guideline especially for small and mediumsizedenterprises. The author conducted interviews with internationallyoperating companies to get some practical best practise expertise. Not onlythe analysed key figures are an output of the interviews but also theinterpretation of them and how a company has acquired them. Very often theproblem is to get the right and reliable information for a market. In a secondstage literature is introduced into the guideline to get a mixture of both -practical but also academic inputs. With the present project a SME gets animpression what happens in internationally operating companies but also achoice of tools to verify future market entry intentions.
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